Spam Spam Spam Spam: The Case for Relationship Marketing

In a world where consumers receive 3,000
commercial messages a day, it’s not how much you
shout, but whether the consumer is listening that
matters. And the people consumers listen to are the
people with whom they already have
relationships.

Get your users into a relationship, and suddenly
marketing becomes an order of magnitude more
efficient. Only one person in a hundred has a
newborn baby at home nowadays. Why sell diapers to
them via the blunt instrument of television, wasting
up to 99% of your advertising impressions as you
do?

Building a strong relationship works much better
than just treating customers well. In the long term, the
difference between a 90% annual retention rate and
a 99% one is the difference between success and
collapse in most businesses.